Using Wikipedia for Content Marketing, SEO

Wikipedia can be valuable for material advertising and marketing, hyperlink setting up, and entity exploration, serving to entrepreneurs get to an viewers of opportunity prospects.

To be distinct, given that at the very least 2007, all external backlinks from Wikipedia include the nofollow attribute, directing look for engines not to count the hyperlinks in web page-position algorithms.

Screenshot of a Wikipedia page showing the backend code

All exterior hyperlinks from Wikipedia content have provided the nofollow attribute given that at minimum 2007. Therefore no link authority is passed to Google.

This is anything John Mueller, a senior webmaster traits analyst at Google, famous in a Reddit submit, expressing “randomly dropping a connection into Wikipedia has no Search engine optimization value and will do practically nothing for your web-site,” in accordance to an Search engine marketing Roundtable posting.

It does not indicate, however, that Wikipedia has no worth for articles marketers and search motor optimizers.

At the quite the very least, Wikipedia will help with subject discovery, backlink setting up study, look for-motor-optimization entity identification, and, maybe, entity development.

Subject Discovery

Making use of Wikipedia, marketers can identify opportunity content subjects in a style comparable to damaged url setting up, according to Nate Shivar, an internet publisher.

The very first step is to look in Wikipedia for damaged hyperlinks (“dead” in the Wikipedia vernacular) or for statements that will need quotation.

Here’s an illustration. Visualize that you are liable for articles marketing and advertising at an on line retail outlet that sells science fiction collectibles. You want to build information to draw in Star Trek supporters, so you carry out the following research on Google.

web star trek intext:“dead link”

This look for returns Wikipedia article content that point out Start out Trek and incorporate the phrase “dead link” somewhere in the information.

At the time of writing, the benefits for this query involved the Wikipedia content for two Star Trek Company episodes. In just about every situation, the useless url pointed to an posting on the Radio Occasions website. For example, below is the damaged backlink from the short article for a Star Trek Enterprise episode titled “Anomaly.”

Making use of the Internet Archive’s Wayback Device, we can see what facts was on this Radio Situations web site.

Screenshot of a Wayback Machine page for Star Trek

The Net Archive has screen captures of web sites more than time even following webpages are no lengthier reside.

This written content could possibly inspire you to create article content about the Star Trek Enterprise collection. After you’re carried out, you could go again to Wikipedia, update the connection, and make improvements to the web site.

You could also have uncovered this broken url employing Wikipedia’s month-to-month checklist of damaged inbound links.

Just change the month and year (“March_2021”) in the URL with the month you want to critique.

At last, we could perform a related look for on Google for Wikipedia articles that want citations. star trek intext:“citation needed”

Hyperlink Constructing Investigation

Let’s suppose you done your posting about the Star Trek Organization episode “Anomaly” and additional the url to Wikipedia.

You could acquire that identical damaged connection from Radio Situations and examine it for back links with Ahrefs, Semrush, or equivalent instruments.

Screenshot of a Ahref's page showing broken links to a past article

Lifeless hyperlinks on Wikipedia might exist on other web sites, too.

Entity Identification

In the Search engine optimisation context, entities are the persons, spots, items, organizations, and ideas contained in a know-how graph, a description or map of linked entities.

Research engines from time to time depend on entities, as opposed to keyword phrases, to better realize queries.

Here’s a fundamental introduction, under, of Web optimization entities from my CommerceCo by Useful Ecommerce presentation.


Some Website positioning specialists feel Wikipedia’s article content and software programming interface assist discover entities that lookup engines this kind of as Google are probably to realize. And using entities in content material could impact how nicely a provided web site ranks.

Envision you are the marketer at a immediate-to-customer exercise routine attire brand. You want to create material about CrossFit that consists of similar entities.

You research Wikipedia for particular person CrossFit Video games and CrossFit athletes, this kind of as Ben Smith, Samantha Briggs, and Tia-Clair Toomey, and for the notion of “overtraining.”

Many of the article content returned from the Wikipedia look for symbolize an entity that Google recognizes. In this circumstance, Ben Smith has a knowledge panel on Google and a Wikipedia posting. Hence, for Google the human being Ben Smith is an entity.

Screenshot of a Wikipedia search for CrossFit showing Ben Smith

Lots of of the article content returned from a Wikipedia search signify an entity that Google acknowledges. In this instance, Ben Smith has a awareness panel on Google and a Wikipedia article. Therefore, the individual Ben Smith is an entity Google acknowledges.

It is also probable to use Wikipedia’s API to deliver a comparable record, according to electronic marketer Daniel Heredia, who released an post on the topic, “Making use of Wikipedia API with Python for Web optimization.”

Entity Generation

Last of all, you might produce Wikipedia articles or blog posts, which could make their way into Google’s Understanding Graph.

To be confident, creating a Wikipedia web site is a obstacle. The subject matter ought to fulfill a number of criteria. For example, Ahrefs, one particular of the most preferred Search engine optimisation and content internet marketing resources, does not have its own Wikipedia web page.

Michal Pecánek, a marketer and content material writer at Ahrefs, has an great manual to making Wikipedia internet pages that mentions how his very own endeavours to make a Wikipedia short article for the company failed.

If you are not able to generate an article about your company or merchandise, you could create connected content, which could nonetheless travel site visitors or curiosity your way.

Search Wikipedia for topics important to your consumers. If you see a crimson hyperlink, you know there is an opportunity to develop an short article.

Screenshot of a Wikipedia search-result page for "whole30 vegan," showing red text indicating a page doesn't exist

Red-colored one-way links in Wikipedia symbolize subjects for which a website page title does not exist.